Pros ans cons of PPC advertising: When you run an Online Business, you want to get into sales as soon as possible. One of the popular and effective online marketing strategy is “Per Per Click Advertising”.When compared to other forms of online Marketing strategies, Pay Per Click advertising has many advantages over using ‘free’ advertising mediums like writing and publishing articles.

• Promoting your business is an extremely quick way of getting your marketing message live and out there on the net. In many cases, your advertisements can be online and viewed within an hour of creating them.

• This process enables you to extend your market reach. Although you can get pages of your website featured in the natural organic search results and it may take some time, whereas using PPC campaign guarantees that your advert will appear on appropriate search results pages and websites.

• The traffic that you bring to your website through PPC advertising is targeted, prequalified traffic. Because your ad’s will be shown only to people who have already expressed a degree of interest in the product or service that you’re offering by using a specific search term, the chances of them taking the action that you want them to take when they land on your site is significantly increased. Consequently, the conversion rate from PPC advertising is considerably better than it would be using free advertising resources like article marketing.

• PPC advertising programs will let you to track the performance of the ad’s that you place. So it is easier to calculate some important factors such as conversion rates, the acquisition cost of each visitor and your return on investment (ROI). So you can able to improve your advertising campaign and your subsequent results, which will ultimately improve the profitability of your business.

• If you want individual pages of your website to place high in the search engine results, you need to optimize your site for the search engines. But in PPC advertising, there is no need to think about search engine optimization although it is obviously a very sensible idea to make sure that your site is optimized too.

• You can have a complete control over your PPC advertising campaign, for instance, you are promoting a product or service that has relatively temporary appeal or is seasonal, you can turn it on and off as you want.

Apart from so many advantages, there are some disadvantages also and they are,

• “Click Fraud” has been a huge concern for those involved in text ads and PPC. Some publishers will attempt to get more money by clicking on the ads on their own websites. This can quickly lead to them being banned from the companies but in some cases, other publishers have family and friends do the clicking for them.

• You can also lose money from false clicks when a publisher places their text ads in places that can make visitors assume that the links are part of the actual website. Visitors can also click accidentally by not paying attention to what they are looking at. These clicks mean that the visitor hits the back button or closes the page without paying much attention to where the ad has lead them to. You lose money, and you have not gained a new reader or customer.

• Paying for PPC does not mean that you will make money from the clicks accrued. Millions of users click on these links and then they leave the page. The only guarantee is that you will receive a few clicks, but that does not always translate into sales.

PPC can be a great advertising tool, but you have to figure out how best to use it and firstly check whether it’s the right tool for you to use. So don’t undertake a PPC campaign without doing a thorough traffic analysis not only of hits and visitors to your site but also of the search volume and other key indicators. The information gathered from the analysis will tell you whether a PPC campaign is a good option for your business.